Client | Infiniti Canada

Fast Forward

Team

Art Director & Lead Designer – Dylan Bobier

Designer – Sanja Pavlovic

Lead Copywriter – Kalan Vuksanovich

Copywriter – Harley Kane Villena

Senior UX Architect – Billy Knott

Creative Director – Allison Brown

Play Now

Celebrating 30 Years of Innovation

Hop in the seat of the hottest new driving game, INFINITI FAST FORWARD and instantly be transported back to 1989. This custom, 80’s inspired game puts the player in the driver seat of ’89 Q45 as it journeys forward in time.

'Collect World’s First Technologies for points and watch as your INFINITI levels up along the way – from a Q45 to a G35 Coupe to a QX50 to a QX Inspiration.

Preview of gameplay.

Getting Started

The Ask

Develop concepts for INFINITI to celebrate their 30 years of innovation and World’s First Technologies in the Canadian International Auto Show.

Our Goal

Engage the attention of auto show goers and deliver a fun experience while giving them a better appreciation of the innovation behind every Infiniti and ideally fuelling their interest in the brand for their next auto purchase.

Attack Plan

Brand Love

Everyone knows of the INFINITI brand but few are really familiar with it.

Although Infiniti often makes the consideration list, they tend to trail behind the competition in terms of sales and overall brand love.

30th Anniversary

In absence of vehicle news, the anniversary emphasis is on the past 30 years of innovation expressed as “world first technologies” that are part of the Infiniti line-up.

A Unique Experience

The shows have grown in popularity and are bigger and busier every year.

Most attendees walk the entire show but will only deeply engage with their favourite brands and certain exhibits.

All the brands are literally screaming for engagement and most of all consumer data.

Consumer

Luxury car buyers who are unfamiliar with INFINITI’s innovative past, present and future.

Problem

Consumers aren’t aware that over the last 30 years, INFINITI has been at the forefront of numerous World’s First Technologies that have been monumental in shaping the automotive industry.

Insight

Tapping into nostalgia can forge a stronger emotional connection between consumers and a brand, taking them from fans to loyal advocates.

Art Direction

Once we devised our attack plan and settled on the idea of the World’s First Arcade we had to visualize it. The art direction took inspiration from classic 1980s video games, films and decor while still introducing some of the futuristic minimalism that INFINITI is known for.

Logo Design

When crafting the logo for the game we had to make sure the design translated not only inside the 8bit game screens but also when printed on the arcade machines and as the white neon sign along the side of the installation.

Level Design

Each level was design to embody a different part of Canada, focusing on the three cities the auto show would travel to, Toronto, Montreal and Vancouver. Once a driver has made their way across the country they are transported into an ‘INFINITI’ future in the fourth and final level

Vehicle Design

We had to decide on which four iconic INFINITI nameplates we would feature in the game. Level one and level four were easy, the first INFINITI (Q45) and their latest concept vehicle (QXI). For level two and three we wanted to highlight a consumer favourite and their current flagship vehicle, so we chose the G35 (Number one selling nameplate in history) and the QX50. From there we had to translate them into 8bit making them match the game universe while keeping them instantly recognizable.

At the Auto Show

Once the game was designed we had to move outward and think about what the physical arcade would look like. Working with INFINITIs event agency partner we created a small arcade space with 3 machines that from the outside still felt like the INFINITI brand but as you ventured into the space started to appear more like the retro environment we had built within the game itself.